Cause-Related Marketing: A Coalignment of Marketing Strategy and Corporate Philanthropy
阐述了善因营销的概念、特征，以及营利和非营利组织如何有效利用这一营销工具实现共赢。
Cause-related marketing represents the confluence of perspectives from several specialized areas of inquiry such as marketing for nonprofit organizations, the promotion mix, corporate philanthropy, corporate social responsibility, fund-raising management, and public relations. The authors outline the concept of cause-related marketing, its characteristics, and how organizations, both for-profit and not-for-profit, can benefit from effective use of this promising marketing tool.